Starbucks’ new “Protein Cold Foam” went on sale September 29 –- and this might be one of the most ridiculous cash grabs I’ve seen in years. Let me tell you why this is corporate desperation disguised as health innovation.

So, what is this protein foam? It’s whey protein powder mixed into cold foam that adds 15-26 grams of protein to your drink. But here’s what Starbucks isn’t telling you –- Americans already consume 20 percent MORE protein than recommended. The average American man gets 75 percent more protein than needed, women get 50 percent more. There is NO protein deficiency in America!

This is happening because Starbucks is hemorrhaging customers. Six straight quarters of declining sales, down 7 percent globally with 10 percent fewer transactions. They just announced 400 stores in North America will be shuttered! Meanwhile, coffee bean prices from Brazil and Colombia have skyrocketed 70 percent due to droughts, plus now a new 50 percent U.S. tariffs on Brazilian coffee. Instead of raising their already outrageous prices, they’re using protein foam as a smokescreen.

This is classic food industry manipulation –- when your core business is failing, slap a claim, like “protein” on the label and watch consumers line up. Starbucks seems to have lost their soul chasing one of the latest health fads instead of perfecting what made them great –- good coffee at a good price.

Bottom line –- this protein foam is a desperate attempt. Skip the gimmick, save your money, and just maybe it’s time to find a local coffee shop that cares about coffee, not corporate profits disguised as wellness trends.